During a time when a severe drought has ravaged the farming industry in Texas and the economic recovery continues to move at a snail’s pace, Texas Tech recognized it needed to adjust.
That’s why the school announced Friday it was cutting back prices on football season tickets for two of its sections on the east side of Jones AT&T Stadium. The prices for season tickets in sections 113 and 114 — two sections of the northeast corner addition that opened last season — were lowered to their 2010 mark of $149, down from the $189 level to which they’d been raised during the offseason.
“The feedback and results we’ve received from our new ticket sales has been positive,” Tech athletic director Kirby Hocutt said. “But in looking back to 2010 with the addition of the new north end zone seats, a couple of the sections that were the most popular initially, the renewal rates are not where we want them to be.
“Understanding and recognizing some of the economic challenges going on today ... we believe it’s the right thing to do in rolling back the ticket prices to the 2010 level and hope it will encourage those fans who have not yet bought their season tickets or renewed their season tickets to do that.”
As of Friday, according to the Tech ticket office, 37,907 season tickets have been sold for the 2011 season, a number which includes student season tickets. That is just over half of the stadium’s 60,454 capacity.
Tech said in a statement that the reduced-price seats were the first to sell out in 2010.
Those who have already purchased season tickets in those sections at the $189 price will either receive a refund for the difference or can apply the difference to additional season tickets.
Hocutt said season ticket sales are in line with historical trends in all other sections of the stadium, so further reductions are unlikely.
“There’s been some attrition mainly for economic reasons,” Hocutt said.
Hocutt added that if the drought conditions continue and the economy continues its slow recovery, the athletic department will look at ways to bring more fans into the stadium.
He said walk-up gameday sales should account for roughly 15 to 20 percent of ticket sales for the season.
“We’ll make sure we have the right price points that are affordable and encourage people to come out and enjoy Texas Tech football,” Hocutt said. “We’ll continue to look at ways to help those affected, reach out to them and offer them the opportunity to support the Red Raiders.”
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